How do you create brand awareness through storytelling for a low-interest product?

  Do tires fuel your creativity machine? Nah, most consumers find it a little tiring... Trying to market a low-interest product like tires to consumers with zero interest can be a challenge. Yet, Continental tells stories from the road like no other that consumers relate to and engage with. The company takes consumer behavior and observations into their digital marketing strategy successfully builds brand awareness and engage the audience. The million-dollar question is – how do they do it?    Casper Neumann Svanemose, Marketing Director at Continental lets us in the front seat of how an automotive company does purpose-driven marketing.    Other pit stops on the podcast:  How you work with storylines A thousand puns about hats What curiosity does to a marketer  The BTS story of the campaign “Share the Road”  What safety is for drivers and cyclists   Creating empathy so the SoMe comments explode   Enjoy the ride and thank you for listening to the Social Media Sucks podcast 🎧   Useful links Instagram: @teamkubbco TikTok: @kubbco Twitter: @KubbAndCo LinkedIn: Kubbco Blogs: Kubbco.com Audio podcast: https://pod.link/kubbco YouTube podcast: https://bit.ly/3K1suVr Social Brief (Social media news): https://bit.ly/3I68D6g